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Kundenkarten by Teichmann, Julia

Kundenkarten

by Julia Teichmann
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Book cover type: Paperback
  • ISBN13: 9783828889873
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Tectum - Der Wissenschaftsverlag
  • Publisher Imprint: Tectum - Der Wissenschaftsverlag
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 20.99
  • Language: German
  • Edition: N/A
  • Item Weight: 146 grams
  • BISAC Subject(s): Marketing / General

Kundenkarten gelten als das Bindungsinstrument schlechthin. Das hohe Lied der Kundenbindung wird unermüdlich gesungen. Niedrigere Kosten, höhere Preise, zahlreiche Weiterempfehlungen und Immunität gegenüber den Lockangeboten der Konkurrenz lauten die Versprechen der Kundenbindungsapostel. Welcher Händler hätte das nicht gerne? Als blo es Rabattheft konnte die Kundenkarte einen Preiskampf nicht abwehren. Können Kundenkarten als Kundenbindungsinstrument den Händlern die gewünschten treuen Kunden liefern? Stellen Kundenkarten somit einen Ausweg aus den Preiskämpfen des Einzelhandels dar? Dies beantwortet die vorliegende Arbeit. Dazu werden die Versprechen der Befürworter kritisch hinterfragt. Es wird aufgezeigt, welchen Beitrag eine Kundenkarte zum Customer Relationship Management leisten kann. Programmbestandteile werden auf Ihre Praxis- und Zieltauglichkeit hin analysiert. Das Ergebnis: Eine Karte kann - richtig eingesetzt - für service-orientierte Einzelhändler eine lohnende Alternative zu der Profilierung über den Preis sein.

Julia Teichmann studierte an der Fachhochschule Gelsenkirchen und an der Universität Augsburg. Zu ihren Spezialgebieten zählen Marketingkonzepte, Wissensmanagement und Journalismus. Momentan arbeitet sie freiberuflich für mehrere Medien- und Werbeagenturen sowie für Zeitschriften.

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